Aled is a designer who thrives on creating work driven by personal passion and strong opinions. He believes the best design comes from genuine connection and conviction. Aled often turns to analog methods as key tools in his creative process. These hands-on techniques not only inform his visual style but ground his work in authenticity and craft. Whether digital or physical, Aled’s design practice is shaped by curiosity, care, and a love for exploration.
In Pursuit of Profit is a speculative design project imagining the future of the Welsh Rugby Union (WRU) in 2063. Set in a world where commercial interests have overtaken cultural values, the project explores how sport, identity, and profit might collide. Through visual design and a physical kit, Aled presents a provocative vision of a WRU shaped more by brand deals and global markets than by community or tradition. The work uses satire and exaggeration to critique the direction elite sport could take, questioning who benefits when everything becomes a product. Drawing on analog techniques and bold visuals, the project invites viewers to reflect on the future of national institutions, and whether profit should be their ultimate goal.